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GenAudio bringing 4D sound to 3D / 2D films

Oh, brother. Evidently the 3D bandwagon was simply getting too full, so GenAudio has decided to start a new trend: 4D. Over in Park City at the Sundance Film Festival, said outfit is demonstrating its AstoundSound 4D sound localization cue technology, which purportedly enables audio to be "perceived as coming from every direction including above and beyond the physical placement of the speakers." Jerry Mahabub, chairman and CEO of GenAudio, seems pretty stoked about bringing this fourth dimension to future 3D films, and it's also partnering up with Universal Pictures and Lionsgate to bring the enhanced audio experiences to the DVD / BD release of Hellboy II: The Golden Army and Bangkok Dangerous. If you're eager to see what the fuss is all about, you can grab its consumer audio software (AstoundStereo Expander) right now and enjoy it for free for 30 days. Just be sure to not get permanently stuck in a parallel universe or anything while trying it out.